Content Marketing

Native advertising and branded content

Content Marketing


Tsai Chen and Hsiang-Ming Lee, Journal of Advertising Research, Vol. 54, No. 3, 2014
The decline of traditional mass-media advertising impels marketers to find new ways of engaging consumers. One innovative marketing technique of branded entertainment is the minifilm—otherwise known as microfilm advertising (MFA)—a short streaming advertisement designed to go viral.

Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report explains how Shutterstock, a stock image and video platform with more than 60,000 contributors, is feeding marketers' burgeoning demand for content.


Stephen Whiteside, Event Reports, Direct Marketing Association Webinar, August 2014

This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.


Bernd Hoffmann, Sven Wollner and Matthias Hoppner, WPP Atticus Awards, Merit, Media and Communications Planning, 2013

This article explains how to best employ content marketing using a basic three-step formula: Create relevant content; Make connections; and Power it with data and technology.


Stephen Whiteside, Event Reports, VideoNuze 2014 Online Video Advertising Summit, June 2014

This report explains how Quiznos, the quick service restaurant chain, is using content marketing to attract young people and rebuild its brand following a financial restructuring.


Stephen Whiteside, Event Reports, Omni-Channel Activation, June 2014

This event report explains how Walmart, the US retailer, is using content marketing, including its approach to building content partnerships.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report shows how General Electric (GE) has used content marketing to build consumer relationships, awareness and interest in its brand.


Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report describes how three Australian brands - ANZ, the bank, CPA Australia, the professional body, and Woolworths, the supermarket chain - have used content marketing to reach and engage audiences.


John Davidson, Event Reports, Festival of Media Global, April 2014

This event report discusses how Pottermore, the digital platform for the Harry Potter universe developed by JK Rowling and Sony, has built digital engagement for the all-conquering series of books published between 1997 and 2007.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving